Batavus, a bike for life

For this assignment I was asked to develop an extensive brand and marketing plan about the strategy for children's bicycles under the parent brand Batavus. This must-win battle had to be a rich plan for which many doors had to be opened from assortment, purchasing, price, identity, marcom, eCommerce and trade marketing. Rather, it became an overall business plan so that Accell could decide the route to ensure success on children's bicycles. As a father of three children and experience on Zwistal, Prénatal and Hero Baby, among others, I felt like a fish in water to deliver this plan to this fantastic target group of children. In the coming years, the mapped out route and many ideas will become visible to everybody.